Course Description

1-Day Customer Journey Mapping Course June 2018


This high energy 1-day course will provide a fundamental understanding of the main Design Thinking principles and how they can be used to develop products and services for customers. The focus of this course will be on experiential learning, what we like to call our “learning by doing” method. We will review and practice focusing on one key design thinking tool – the customer journey map.


A short and interactive introduction to Design Thinking and its applications to creating products and services that meet customer needs. We will answer questions like:

  • What is design thinking or human-centered design?
  • Where does the concept of human-centered design come from and why now?
  • What kinds of challenges can you address with design thinking?
  • What are the main ‘Schools of Thought’ within designing for customers?
  • What are the key case studies?
  • Where can you find more information?



At DesignThinkers Academy, we believe in learning by doing and the power of human-centered design as a strategic and competitively differentiating tool. Therefore, this course will focus on our experiential approach to learning and you will practice working with the customer journey mapping tool.

To optimize your learning, we will prepare some interesting challenges and personas and we will train on mapping the customer journey: the interaction of the customer with the product or service offering. This allows you to step into your customer’s shoes. It shows you the customer’s perceptions and the larger context in which you play a part. It lets you be emerged into their world, their reality; get a deeper insight into your customer needs, perceptions, experiences, and motivations.

With your customer journey map you will answer questions like: What are people really trying to achieve? How are they trying to achieve this? What do they use and in what order? Why do they make a choice? What are they experiencing, feeling, while trying to reach the desired outcome?

This video gives you a glimpse of how you design services with customer journey mapping:

A customer journey map is built up layer by layer. We start ‘above the water’, with the customer, and slowly dive deeper and deeper into the organizational structures and context. The tool can be used with customers or management, employees, and other stakeholders.

This qualitative design research tool will provide you with customer insights to improve the customer’s experience. A toolkit will be handed out after the training so you can start applying the tools you learned immediately to your own business case.


Marc Bolick, leads the US office of DesignThinkers Group, working to help clients find creative solutions to complex problems and to embed design thinking as a strategic advantage in their organizations.

Terri Burch, is a Service Designer for DesignThinkers Group. She partners with leaders of innovation and change in organizations to build better futures for people by integrating human-centered design and creative practices to accelerate strategies for growth and innovation.


About this Event

Location: Lawrence Technological University
21000 W. Ten Mile Rd.
Southfield, MI 48075

M336 Buell Management Building
#2 on the Campus Map
Park in Lot C or D
Directional Signs will be posted


Date: June 8th 2018

Maximum Participants: 30


Early Bird Registration: $415
until May 25th

Regular Ticket Price: $495

The ticket includes daily lunch, morning and afternoon snacks, and beverages.

Discounts available for teams signing up, Non-Profits and Government Organizations.

Contact marc[@] for more information

Sign up now